Check out the above entries under any "copy" postings.... additionally:
Avoid the common mistake of trying to be everything to everyone. So many
people are getting into desktop publishing, digital graphics etc. that
you need to stand out from the pack.
First, find out what's in demand and align your copy with that as
closely as possible. Consider the thinking and personality types
(emotional needs) of who will hire you.
Pick the one or two things in highest demand (that you are also good at)
and combine them into a "specialty" statement.
Phrase the statement as a key benefit not a feature, by adding a slight
emotional component to your wording, according to who is likely to need
your services and what services will likely be needed.
Use a headline that gets the Attention and relates to the key benefit.
Let's say you discover that rapid turn around time and mastery of Adobe
Illustrator are two of the main reasons seekers would turn to a phone
directory... Then you would build your benefit statement around these
facts.
For Example:
--------------------------
K.I.S.S. AND TELL! (KEEP IT SO SIMPLE)
I'll take your Illustrator project from concept to completion in 24
hours or buy it back. 10 years exp. meeting impossible deadlines.
QuarkX, Pagemaker, Photoshop,all down cold.
I'll make it all better!
angela@iamgood.com
Ph. 382-123-4567
The above is just off the top of my head but I hope it shows the;
1) Primary benefit-- turn around time
2) Secondary benefit-- illustrator specialization
3) Emotional component to make them STOP, READ, and RESPOND.
Indeed use as much color and as strategically as you can ...HOWEVER....
If you cannot Use Color or you see everyone else using a ton of color,
consider using A LARGE BLOCK OF SOLID COLOR LIKE RED OR BLACK with a
simple reverse text against it. This works well if everyone else has a
ton of colorful graphics.
If you are Going with the colorless smaller bell yellow page ad,
consider buying extra "blank space" around your add, so that a huge
blank space with centered text makes your copy stand out. If you do
this, make sure that the piece has a clean graphic feel to it.
Include a phone number, and make sure that WHEN U CAN"T ANSWER LIVE your
answering device switches to a recording to repeat your benefit
statement (sustaining the interest of the caller) and give out your
pager or cell number for an immediate callback, do not just offer to
"take a message".
~zion~